We recently sent out a survey to our Creator Network to gauge their feelings on different social media platforms, what makes them accept or turn down a brand partnership, and content creation in general. With a network that comprises creators of various following sizes, content categories, demographics, and primary social media platforms, we hope this provides some light on how creators are feeling at large. Here are some of the key findings of our 2025 Creator Report:
2025 Creator Report Key Takeaways:
Instagram Stays On Top
Instagram remains the most widely-used platform for content creators, with 98% of survey respondents sharing that they were active on the Meta-owned platform. 70% of creators surveyed also noted that Instagram was the primarily platform for brand campaigns.
TikTok was not far behind in second place, with 82% of respondents utilizing the short-form video app. YouTube, Pinterest, and Threads rounded out the top 5, while it seems the app formerly known as Twitter has fallen out of favor with creators, with only 3% of respondents using X.
Brand Alignment Is Everything
Brand fit and alignment was far and away the top reason why creators will accept or turn down a brand campaign proposal. 68% of creators surveyed noted that brand alignment was their top deciding factor, followed by the campaign budget.
Creators Have Fully Embraced Short-Form Video
Creators have really embraced short-form video, as two-thirds of all respondents shared that it was their favorite type of content to create. With the way that TikTok, Reels, and YouTube Shorts have taken off, this makes sense for both creators and brands. Photo content came in second place, with 22% of creators preferring that content type the most.
The Industry Is Still Growing
The influencer marketing industry is well established at this point, but there is still plenty of opportunity for growth. 80% of talent surveyed shared that their deal flow has either increased or remained the same this past year, with 54% stating that it had increased in the past 12 months.
Communication & Collaboration Are Key
When asked what creators want brand marketers to know about working with creators, there were a few common refrains:
- Creator content is valuable, and creators should be fairly compensated for their work.
- Strong-performing campaigns come when there is room for flexibility in the creative brief.
- Good communication and a clear outline of campaign expectations go a long way.
- Do your research on the creator ahead of time to ensure their content aligns with your brand, and vice versa.
Creators are providing a valuable service for brands, and collaborations should be just that: an opportunity for creator and brand to work together to share the brand with new audiences in a way that benefits all parties involved. This is a business that is all about relationships and professionalism, so treat your creator partners with respect, communicate your brand’s goals clearly, and work together to make the collaboration process transparent and fun.
Ready to perfect your 2025 influencer marketing plans? Reach out to The Digital Dept. today and we can take your campaign to new levels.
Our Full 2025 Creator Report:
Bookmark this sheet for a handy reminder on the top metrics to keep in mind when working with content creators in 2025.